The entertainment industry believes that almost all sport fans watch sports live. New data from Thuuz Sports and RingDigital show this to be a myth. Most fans record games, but this might not be all bad for the industry.

Mr. Packard says that most sports fans record games on a DVR. The two most popular reasons for doing so are: fear of missing the game, fear of missing the beginning of the game. He makes the point that both these reasons are very positive for the sports entertainment industry.

Mr. Packard says the most important thing for the industry to do is to admit that the behavior is widespread. Brands want to be involved with the most exciting games. That content will get watched, and re-watched, and the brand will be seen each time. Thuuz can track excitement in real time, opening up the possibility of a spot market for sports advertising. For example, brands could bid on an ad in the 4th quarter of an Oakland Raiders game as Derek Carr leads another come-from-behind victory. He suggests other features, like a personalized highlight reel.